Categories Name : SOCIAL MEDIA

Sub-Category : Best Use of Topical Posts in a Campaign

Entry Name (Campaign) : Cadbury Celebrations - My First Rakhi

Results

• The campaign was overwhelmingly received and was viewed by more than 130Mn urban consumers, delivering an impressive 1.3Bn impressions
• We exceeded viewership benchmarks, achieving a 20% higher VTR than normally seen on CPG brands also delivering a 300% higher engagement rate on Facebook and YouTube
• The campaign was so well received that the buzz generated and online chatter on #MyFirstRakhi earned us PR worth $63K
• The campaign propelled the business to new heights, selling over 30Mn Celebrations packs and delivering a 50% growth in revenue exceeding all expectations
• To help other children in India facing similar disabilities we published our work on CadburyCelebrationsMyFirstRakhi.com. The website received more than 500K organic visits in the first 10 days of Rakhi. This also helped us scale the campaign beyond Rakhi and help over 120 families